Traditional methods of marketing are becoming less effective as technology improves and people becoming wiser when it comes to making purchase decisions. A forward thinking marketer knows there must be a better way of doing things. There must be a better way. A way that shows you care about your audience. People want to feel cared for. The world, being loud and noisier today than ever before, attention is our most valuable resource.

According to CMI’s digital content marketing stats, 72% of marketers say content marketing increases engagement. 72% of the marketers say it has increased the number of generated leads. 77% of companies say they have a content marketing strategy and 94% of marketers use social media for content distribution. (SEMrush, 2019). This simply shows how content marketing can be effective and cannot be ignored by any business that want to thrive.

Content marketing is growing in popularity as people become more conscious about making purchase. People have been lied to by marketers and end up purchasing substandard goods that end up disappointing them. Customers are more careful now than ever before.

So what is it? According to HubSpot,

Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action.

I love that definition because it captures the essence of marketing which is value creation. Content marketing is developing a relationship with a potential customer. My friend Steve call it courting the client. This is done by providing meaningful information that educates your potential clients.

The purpose of content marketing is to create and share relevant written, downloadable, and visual media so your target audience can learn about your brand, expertise, and products or services.(Source:

Its effectiveness and success is tied to the fact that people love stories. We all do love stories, don’t we? Our attention goes to those who can tell great stories. When customers want to make a purchase decision, their preference lies with the person who have been sharing great stories consistently. They will purchase your product.

When effectively done, it has the potential to create a relationship with your audience. This will lead to trust. When an audience can trust you, they are often willing to do business with you when they make a purchase decision.

If you understand inbound marketing, you will understand that content marketing helps pull your audience from one stage in the sales funnel to another, generate leads and nurture them into becoming customers. Once you have them, do not stop, let your customers be promoters of your products. Your brand!

I recently had a conversation with steve and we explored what content marketing is. You sure want to listen in below.

Let me know your thoughts? Are you selling any mercherndise? Do you create content for it?